Ep. 10 - Not All Protein Snacks Made Equal - Matt Hunt

In this episode of the Chain Reaction Podcast, host Michael Ostroumov sits down with Matt Hunt, serial entrepreneur and founder of The Protein Ball Company. From growing up selling nuts in Romford Market to launching multiple successful FMCG brands including Oloves and The Great British Porridge Company, Matt shares an inspiring entrepreneurial journey grounded in resilience and innovation.Matt dives deep into the operational backbone of The Protein Ball Company, including its rigorous sourcing practices, BRC AA-grade factory standards, and evolving technology stack. He opens up about the hard truths of navigating relationships with large retailers, the complexity of international logistics, and the strategic plans behind their bold new rebrand, “Ballsy by Nature.” This episode offers a compelling look at what it takes to scale a healthy snack brand in today’s competitive and convoluted supply chain landscape.Guest BioMatt Hunt is a seasoned FMCG entrepreneur and the founder of The Protein Ball Company. With a background that spans market trading to international retail success, Matt has launched multiple health food brands including Oloves and The Great British Porridge Company. Under his leadership, The Protein Ball Company has scaled to supply major UK supermarkets and international giants like Whole Foods Market in the U.S., all while upholding a mission of delivering clean, natural protein snacks.TakeawaysMatt’s entrepreneurial journey began in Romford Market and evolved into launching three successful health food brands.The Protein Ball Company has a unique value proposition: 100% natural ingredients without sweeteners, emulsifiers, or artificial additives.Their BRC AA-grade accreditation ensures operational excellence and traceable, verified sourcing from over 50 suppliers.Managing complex global logistics - especially post-Brexit - requires meticulous documentation, broker partnerships, and smart tech integrations.Tech stack includes Unleashed for inventory and production, Xero for accounting, and Prospect CRM for customer relationship management.Private label production and partnerships with major US chains like Whole Foods are driving significant growth, with 4–5 containers shipped monthly to the US.Despite aggressive competition, the company’s integrity around product formulation helps them retain loyal customers.“Ballsy by Nature,” their upcoming rebrand, is a bold campaign aimed at educating both retailers and consumers on the hidden additives in competitor products.Payment terms from large buyers (60–90 days) pose serious cashflow challenges for SMEs.Relationships with staff and suppliers are critical in an increasingly transactional retail environment.Chapters00:00 Introduction and Matt Hunt's entrepreneurial roots 01:30 Behind the scenes of Dragons’ Den experience 04:12 Starting The Protein Ball Company and navigating FMCG competition 06:30 Supply chain logistics and sourcing complexities 10:00 Post-Brexit challenges in ingredient importation 11:30 Sales channels: Amazon, Shopify, supermarkets, and private label 14:30 Expanding in the U.S. market via Whole Foods 16:00 Tech tools: Unleashed, Xero, and CRM for ops and sales 20:00 Relationship dynamics with big retailers and logistics providers 25:00 The brand’s USP: clean, natural, date-based protein snacks 29:00 Upcoming rebrand: “Ballsy by Nature” and market educationLinkedInMatt HuntMichael Ostroumov